20 Objectives For All Chief Revenue Officers

  1. Be a continuous learner – what got you into the CRO role won’t keep you there.
  2. Create a culture of innovation – willingness to try new things without the fear of failure.
  3. Demonstrate teamwork and camaraderie – people will watch and observe your behavior before they act.
  4. Focus on the people – this means getting to know your colleagues beyond their quotas.
  5. Be authentic – this equals consistency and predictability. Wild mood swings are often due to people transitioning from their “real” self to their created façade.
  6. Be vulnerable – show you’re human, it’s okay.
  7. Confront reality – denial wrecks your credibility. Quotas are huge, don’t act like they’re no big deal.
  8. Provide a path to success – it may be a difficult path but a path none the less. Remember, the leader’s job is to provide the vision…the possibilities.
  9. Be honest – shoot straight, share what you can, not only what you must.
  10. Always have an active ear – listen…actively. People want to know how much you care before caring about how much you know.
  11. Never surprise your boss – understand what’s important to the CEO and how/when to best communicate.
  12. Be deliberate in your actions – an environment of uncertainty is a byproduct of hedging bets. Your team will know if you’re not all in.
  13. Be kind – nothing in this job should justify taking someone’s dignity.
  14. Be gracious – say thank you. Give credit and recognize people consistently.
  15. Look for the good – every day find a good deed, or success from a colleague, and then share it.
  16. Know your numbers – where are you this month to quota, next month, and quarter standings.
  17. Know your business – what external factors may arise to get in the way of achieving your goals and those of your colleagues?
  18. Always be planning – “In preparing for battle I have always found plans are useless, but planning is indispensable.” ~ Dwight D. Eisenhower
  19. Stay fit – CROs tend to be the heartbeat of a company. Work hard to have and maintain a healthy heartbeat.
  20. Always, always, remember (and thank) those who helped you arrive – family, friends, former bosses, mentors. No one gets to where they’re going totally alone

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